The Ruler

Brand Archetype

The Ruler brand archetype is motivated to lead, and create order and structures in order to provide stability, security, and prosperity for everyone in her company or within her sphere of influence. She is goal-oriented, and her desire is to create a better, more successful and more stabile world, community, business and organization.

The Ruler

is also known as the

The main purpose

of this brand archetype

The perfect saying that applies to the Ruler brand archetype is “a rising tide lifts all boats.” The Ruler lives this ideal in every aspect of her life. Her goal is to make certain that everyone in her domain, her business and her community can succeed and are given the tools, resources and support to do so. Improvements that are made benefit everyone, not just those at the top.

Doing Business

+ marketing

Best suited for
  • The types of businesses best suited to the Ruler brand archetype offer high-end, high-status luxury products and services. The owner of the business, as well as the products and services act as role models and examples for this.
  • It is also ideal for businesses that offer services in organizing and creating structure from chaos in any endeavor (ie a VA to a personal closet organizer).
  • It is perfect for the business offering services that empower people and help them to succeed. For example coaches and consultants.
Marketing niche
  • The Ruler archetype appeals to clients looking for security, solutions, structure and success from a trustworthy source.
  • It is great for brands that want to position themselves as a product or service focused on status, prestige, wealth and success.
The Ruler

“A rising tide lifts all boats.”

Attributed to President John F. Kennedy, from a 1963 speech
~ Original Author Unkown ~

+ weaknesses

At her best...

She uses her power productively, for the good of the community. She seeks to inspire others to take responsibility for their lives and be the best they can be. She acts as a positive role model for success.

At her worst...

She is judgmental, haughty and conceited. She can use her power to control others and for her own self-interest, instead of using it for the benefit of all. This can make her domineering, manipulative and greedy.

Traits & attributes

of this brand archetype

  • Confident
  • Strong
  • Stable
  • Dependable
  • Trustworthy
  • Credible
  • Smart
  • Knowledgable
  • Expert
  • Wise
  • “Take charge” attitude
  • Mature
  • Traditional
  • Credible
  • Sensible
  • Meticulous
  • Respected
  • No-Nonsense
  • By the book
  • High Status
  • Elite
  • Prosperous
  • Prestigious
  • Powerful
  • Professional
  • Poised
  • Gracious
  • Calm


The Ruler Brand Archetype
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that add “flavor” and helps to personify the Ruler brand archetype.


Images you can use in your branding and graphic design. Ruler brand images on Pexels & Unsplash.

Pinterest Board
A Pinterest board of images, themes and inspiration representing  the Ruler brand archetype.
  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Ruler
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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